Final Customer Purchasing from the Producer of the Product

Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

1. Risks in relationship: The customer segment needs reassurance it can trust

A piece of equipment or product – a specific product apart from the company or process

No.	SIC	Year	Note
1	1531		Kaufman and Broad (which offers a 10-year warranty on its homes) generally targets first-time buyers but has begun aiming for move-up and empty-nest buyers with upscale amenities and designs flexible enough to accommodate lifestyle changes.
2	2834	2003	Viagra's biggest failing is that for roughly 30% of men who try the drug, it doesn't work at all. For Levitra, that number is at about 14%. Levitra is also six to nine times more potent than Viagra, which means that a smaller dose can bring decent results.
3	3575	1991	Fewer than 5% of AST's PC customers actually upgrade their machines when able. But upgradeable technology is comforting to executives who have been burned in the past by the pace of technological change.
4	3715	2003	Yellow Transportation is one of Volvo truck company's biggest customers. To win Yellow over to Volvo engines on new vehicles, it let the buyer heavily test the engines on the road and sweetened the warranty.
5	7011	2001	Marriott guarantees that room service breakfast will be delivered within 15 minutes or it will be free. This adds incentive for servers to be on-time as they will pay for orders not delivered in a timely fashion.

<<Return to Use Steps